It’s easy to overlook the power of traditional marketing methods like direct mail in a digitally focused world.
However, direct mail is still a powerful channel, delivering a powerful ROI. In fact, an incredible 3 in 4 (74%) of business marketers say they get the highest return on investment from direct mail marketing, more than from other promotional channels they use.
When direct mail is integrated with digital channels such as email, social media, and online advertising, it can significantly amplify campaign results.
Research shows that when direct mail is paired with digital campaigns, it produces 28% higher conversion rates and boosts response rates by 450%!
The Power of Direct Mail + Digital Marketing
Combining direct mail with digital marketing is not just about adding one more channel to your campaign—it’s about creating a seamless customer journey across platforms.
This multi-channel approach offers some great benefits including:
Enhanced Reach and Visibility
- Reach your audience across both physical and digital spaces
- Maximize visibility by engaging customers through multiple touchpoints (mailbox, inbox, social media, etc.)
- Reinforce your brand presence through consistent messaging across channels
Higher Engagement Rates
- Direct mail creates a tangible, memorable interaction that cuts through the digital noise.
- Digital marketing provides instant access to interactive elements like videos, surveys, and shopping
- Together, these channels offer customers a more diverse and engaging experience
Increased Trust and Credibility
- Direct mail has a higher perceived trust level compared to digital ads
- Physical mail also conveys authenticity and builds brand credibility, and is an especially great channel for new or unfamiliar brands
- Combining digital with direct mail builds a more reliable and consistent brand image
Stronger Brand Recall
- Direct mail is a physical reminder, and digital ads further imprint your brand in customers’ minds
- The multisensory experience (touching mail + seeing digital ads) enhances memory retention
- Customers who see your brand in both their mailbox and online are more likely to remember and engage with your brand
Strategies for Integrating Direct Mail with Digital Marketing
1. QR Codes and Personalized URLs (PURLs)
Including QR codes or PURLs on your printed pieces is a great way to provide a bridge between physical mail and your online content.
Research shows that adding a QR code to direct mail can increase response rates by 34%.
A QR code can lead to a landing page, special offer, product showcase, website, or social page ad examples.
2. Retargeting Campaigns
Retargeting ads are a great way to follow up with customers who received your direct mail but haven’t yet taken action. Digital retargeting ads can remind them of your offer.
Remarketing can take place through a lot of different marketing channels. Many businesses (80%) use it on social media platforms like Facebook and LinkedIn. Google ads are also great for retargeting.
3. Email Marketing
Timing is everything. Syncing email and direct mail deliveries can reinforce your message and improve recall.
Your customer is seeing your message in two different mediums, online and in physical form.
For example, send a physical mail piece first, followed by an email that references the direct mail offer. This “one-two” punch reinforces your campaign and makes it more likely that recipients will respond.
4. Social Media
Consider adding social media to your direct mail campaign. Encourage recipients to share a photo of your mail piece using a custom hashtag or offer a discount to those who mention your campaign on social channels.
Consumers will spend about 30% longer looking at a social media ad if they’ve been primed by a physical mailer.
Conclusion
Direct mail is an important tool in a marketer’s arsenal that can help bring in, and keep, customers. When direct mail is combined with your digital marketing strategy, you can significantly amplify your campaign’s impact and help you reach your business goals.
The key is to maintain consistency and use data to refine your approach, ensuring that every channel works together to create a seamless and powerful marketing experience.
For more information and ideas for your direct mail and digital campaigns, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.
